LinkedIn Financial Services Webinar Part 2 - 6-19-12

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High Net Worth Investors Pt. 2 - Leveraging Social Media to Reach Affluent Investors.

This deck gives insights and best practices for reaching affluent investors with social media, based on new research from LinkedIn and Cogent Research. By Marie Rice, Cogent Research and Eileen Loustau, BlackRock, Inc.

Published in: Economy & Finance, Business
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LinkedIn Financial Services Webinar Part 2 - 6-19-12

  1. 1. Financial Services Webinar SeriesHigh Net Worth Investors Pt. 2Leveraging Social Media to Reach Affluent Investors 1-877-668-4490Dial-in:Access Code: 664 689 728Twitter: @AdsOnLinkedIn #INfinserv
  2. 2. Today’s speakers Marie Rice Practice Director, Custom Research Cogent Research Eileen Loustau Director, US iShares Digital Content and Social Media Marketing BlackRock, Inc. #INfinserv 2
  3. 3. Agenda§  The research approach§  Recap from “High Net Worth Investors, Part 1”§  Opportunities for financial services companies§  Case study§  Q & A§  Next event – June 26 #INfinserv 3
  4. 4. Methodology#INfinserv 4
  5. 5. Methodology Partnered with Cogent Research Strategic consultancy specializing in the investor population Online survey among 608 respondents in the U.S. and Canada At least $100K investable assets* * Excludes primary residence and vacation property #INfinserv 5
  6. 6. Recap from Part 1#INfinserv 6
  7. 7. Today’s High Net Worth Investors – In distinct segments, yet similarities – Engaged in finances – Are on a financial continuum – Use social media as a financial resource #INfinserv 7
  8. 8. Financial services industry – Vary strategies by social media platform – Establish a presence and actively engage – Educate, not sell, to build relationships – Build your brand for the next generation #INfinserv 8
  9. 9. Opportunities for Financial Services Companies#INfinserv 9
  10. 10. Investors are in specific mindsets on different socialplatforms Keep up with current friends/family 90% 5% 3% Personal Uses Post personal updates about my life 62% 2% 2% Reconnect with classmates/alumni 70% 13% 2% Connect with business colleagues 17% 76% 1% Discuss business topics 8% 42% 4% Networking for a job 5% 66% 2% Post work related questions 7% 39% 10% Professional Uses Post business updates 17% 63% 12% Read colleagues status updates 11% 71% 4% Receive updates on my industry 10% 50% 8% Research/develop business ventures 1% 34% 3% Collaborating with a group 25% 28% 6% Group Discussions Connecting with groups 32% 40% 22% Company / Follow a company/brand 24% 16% 15% Relationships Friend/fan companies 53% 10% 14% Obtain a review/recommendation 23% 8% 16% Additional Resource Stay update-to-date with news/events 18% 9% 32% Base: Social Platform Users 2   4   6   8   10   Weak preference Strong preference On which of the following social media sites/services would you prefer to... #INfinserv 10
  11. 11. iShares Social Media Program Blog 162,000 Facebook 6,900 Twitter 45,100 YouTube 39,000 LinkedIn 2,000 Data as of May 31, 2012 #INfinserv 11
  12. 12. Investors significantly prefer LinkedIn for professionalsupport and collaboration % prefer to use to: LinkedIn   Compe3tor  Average   80%   60%   56% 40%   34% 20%   0%   Receive industry Get valuable Post business Read colleagues Connect with updates financial content updates status updates colleagues #INfinserv 12
  13. 13. LinkedIn provides a trusted and contextually relevant platform for advertisers Online  sources  financial  ins3tu3ons  should  use  to  adver3se  (select  one):  50%   Preference  is  2X     higher  than  Facebook,   Google+  and  TwiRer   combined  25%   0%   Financial   LinkedIn   Online   Your  online   Online     Financial     Lifestyle   websites   newspapers   brokerage   portals   blogs   interest     providers   websites   website   #INfinserv 13
  14. 14. Case Studies#INfinserv 14
  15. 15. iShares’ social engages sophisticated investors #INfinserv 15
  16. 16. Lesson #1: Blog — Not all data content is equalLowest views are for Economic ETF Flows Data super low Infographics — Worked!!Data #INfinserv 16
  17. 17. Lesson #2: Twitter — Be a person, not a company DEC 2010 MAY 2012 0 followers 45,000 followers #INfinserv 17
  18. 18. Lesson #3: Syndication — Relationships matter Morningstar is crowded Create an attribution link Don’t rely on technology alone in every post Find the next Seeking Alpha Influencers are key #INfinserv 18
  19. 19. Q&A#INfinserv 19
  20. 20. Next event: Financial Advisors Pt. 1 June 26#INfinserv 20
  21. 21. Thank you for attending part two of ourFinancial Services Webinar SeriesLearn how marketers have successfully met their objectives: http://marketing.linkedin.com/success-stories Learn how you can reach this audience: MktgSolutions@linkedin.com #INfinserv 21

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